“It’s true that I fart, but I wouldn’t call myself a farter,” a woman says. “I’m a social farter, I really only do it when I’m out with my friends who fart.”

That’s how the Ontario Health Ministry’s latest ad campaign targets social smokers, equating the silly notion of farting at social events with the idea of casual social smoking.

The ad is part of a campaign, called Quit the Denial, which is seeking to target Canadian youth — social smokers age 18 to 29.

The hope is that humour would help get the message across, which apparently it has since the video has already gone viral, with more than 300,000 YouTube views.

The ministry also hopes that the humour will show how ridiculous the habit is and is using other gross comedic examples such as ear wax picking to emphasize the point.